Video tech startup VideoAmp is on a hiring spree, thanks to a $70 million cash infusion. The round, announced Wednesday, was led by investment bank The Raine Group, which kicked in $50 million. Ankona Capital contributed the rest, bringing VideoAmp’s total funding to just over $100 million since 2014. VideoAmp isn’t taking any money off […]
Advertiser interest in over-the-top is picking up steam and dollars – but cross-platform measurement is lagging behind. Data and analytics company Samba TV hopes to speed the process with the acquisition Thursday of Amsterdam-based cross-device graph provider Screen6. Ashwin Navin, Samba’s CEO and co-founder, declined to share the deal price, but noted that the company used a […]
With additional reporting by Alison Weissbrot. Sizable brands and top-tier publishers can use their clout to pressure media platforms into sharing more measurement data – but what are advertisers actually getting? Just enough to keep them spending, said Chris Kane, founder of programmatic consultancy Jounce Media. “Walled gardens will do the minimum acceptable thing so […]
Nielsen Catalina Solutions is teaming up with Facebook on a cross-media measurement product that aims to analyze how the combination of digital and TV drive incremental sales lift for CPG advertisers. “The biggest ask from all advertisers has been to help them with comparability,” said Fred Leach, director of marketing science at Facebook, Nielsen Catalina’s […]
When General Mills launched Tiny Toast in June, its first new cereal brand in more than 15 years, the company also launched its first completely digital marketing campaign. Because General Mills was targeting millennials, it stayed away from traditional TV and instead placed short video clips across YouTube, Snapchat and Instagram. In the two months […]
When it comes to customer data, Alimama claims to have the mother lode. “Our data is bigger than Facebook plus Google plus eBay plus Amazon,” said Joanna Wang, CMO of Alimama, the marketing services and data arm of Chinese ecommerce giant Alibaba. Beyond the bravado, Wang is referring to Alimama’s potent combination of identity data […]
ComScore’s partnership with Google, which integrates the former’s Validated Campaign Essentials (vCE) measurement into the latter’s DoubleClick products, has come out of beta. The partnership was first revealed in February 2014. During a Q2 earnings call Tuesday, comScore CEO Serge Matta noted that “vCE is the first independent measurement system to be directly integrated into Google […]
The No. 1 criticism leveled at mobile data-management platforms (mDMPs): Who needs another silo? But that’s not stopping a growing number of ad tech companies from unveiling mDMPs as they move to meet the demands of marketers looking to activate their mobile data. Although several players have been on the scene for a while now – both […]
Channels are so last season. “I don’t care what device you’re on – I care about reaching you at the right time,” said Robert Spratlen, Viacom’s VP of digital media, data and audience development at Viacom, at Tapad Unify Tech ’15 on Thursday in New York. “Our product is content, our currency is audiences.” These days, […]
Nielsen and Adobe revealed a partnership Tuesday designed to combine Nielsen’s digital audience measurement products with Adobe Analytics and Adobe Primetime, the company’s platform for online TV delivery and monetization, making both available to joint Nielsen/Adobe clients through Adobe Marketing Cloud. The result is Digital Content Ratings (DCR), a cross-platform census-based metric that aims to do for digital […]
The best marketing and advertising campaigns offer consistent content, optimized across devices. This might sound simple but, according to a number of media executives Tuesday at Tapad Unify Tech in New York, it’s easier said than done. Nevertheless, customers have certain expectations around consistency and optimization. According to “Tapad’s Path To Purchase Consumer Study,” a […]
Data management platform (DMP) Lotame has acquired AdMobius, a company that identifies audiences across devices for ad targeting purposes, AdExchanger has learned. Terms weren’t disclosed for the deal, which comes two weeks after we first reported on talks between the companies. With the purchase, Lotame accelerates its ability to use non-cookie methods to find users […]
Although the stakes for delivering ads across different devices are rising, marketers still struggle to gauge the effectiveness of cross-device ad targeting platforms, which are largely unregulated. Introducing standards on cross-device ad targeting could potentially make it easier for marketers to implement these technologies, but there are numerous issues that must be addressed before the […]
